Honeywell
The Problem
Honeywell, one of Nigeria’s most recognizable food brands, wanted to strengthen its connection with consumers and modernize its presence in a highly competitive FMCG market. Beyond simply driving awareness, the goal was to:
Refresh the brand’s identity and assets across multiple product lines.
Introduce product improvements and packaging upgrades.
Reignite consumer excitement with campaigns that blended heritage and innovation
Our Approach
We took a multi-layered creative and media approach, balancing bold ideas with tactical execution:
Brand Refresh: Evolved Honeywell’s design language with consistent, contemporary visuals that still honored its long-standing heritage.
Campaign Platforms: Developed thematic ideas (like “You’ve Been Served” for portfolio improvements and “Bambamlala” for noodles) that carried across digital, influencer, and community activations.
Channel Mix: Combined Meta Ads, Programmatic, Twitter Ads, Google campaigns, and organic social storytelling to create full-funnel customer journeys.
Influencer & Cultural Play: Leveraged food creators, lifestyle influencers, and remix culture to connect authentically with younger audiences while retaining older loyalists.
Spotlight: Bambamlala Campaign
One of the highlights was the reimagining of the iconic Bambamlala jingle to launch a newly designed noodle product. We executed it in three deliberate phases:
Tease: Jingle snippets, playful visuals, and short teasers sparked curiosity.
Amplify: Hero film, complete jingle, and high-reach digital ads created mass buzz.
Echo: Transition videos, influencer remixes, and sustained social storytelling kept the conversation alive.
The Results
The campaigns achieved outsize impact across awareness, engagement, and conversion metrics:
Bambamlala Campaign KPIs
| Metric | Planned KPIs | Achieved KPIs | % Completion |
|---|---|---|---|
| Impressions | 4,850,029 | 7,081,597 | 146% |
| Engagement | 50,545 | 1,272,625 | 2,518% |
| Views | 52,045 | 2,527,635 | 4,857% |
Portfolio Campaign KPIs (Noodles, Pasta, Semolina, Wheat)
Impression Share: 68%
Engagement Rate: 3.8% (Industry Benchmark – 1.5%)
Outcome
Honeywell’s creative transformation proved that a heritage brand can evolve without losing its soul. From iconic jingles remixed for new audiences to data-driven campaigns highlighting product improvements, Honeywell reestablished itself as a modern, consumer-first brand — serving better across every product, campaign, and experience.
